Internal Branding in the Virtual Web: Recruitment and communication processes in SyNet

This thesis aims to explore to what extent internal branding efforts foster the level of understanding necessary to allow a brand to act as the uniting force of a virtual web. We conclude that focusing on recruitment can establish a baseline for brand understanding, but refined communication processes are necessary to facilitate the level of understanding required to encourage web members to actually support the brand (consequently allowing it to act as the glue that holds web members together).

@misc{1982298,
abstract = {This thesis aims to explore to what extent internal branding efforts foster the level of understanding necessary to allow a brand to act as the uniting force of a virtual web. We conclude that focusing on recruitment can establish a baseline for brand understanding, but refined communication processes are necessary to facilitate the level of understanding required to encourage web members to actually support the brand (consequently allowing it to act as the glue that holds web members together).},
author = {Vavrusa, Jan and Nussbaum, Joselyn},
keyword = {virtual web,virtual organization,internal branding,communication,recruitment process,net brokers,Management of enterprises,Företagsledning, management},
language = {swe},
note = {Student Paper},
title = {Internal Branding in the Virtual Web: Recruitment and communication processes in SyNet},
year = {2011},
}